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The Sage handbook of advertising / edited by Tim Ambler and Gerald J. Tellis.

Contributor(s): Material type: TextTextPublication details: London : SAGE, 2007.Description: 550 pISBN:
  • 9781412918862 (hbk.) :
  • 9781412918862 (hbk.) :
  • 1412918863 (hbk.) :
  • 9781412918879 (pbk.) :
Subject(s): DDC classification:
  • 659.1 TEL
LOC classification:
  • HF5823
Contents:
PART ONE: OVERVIEW Handbook of Advertising - Gerard J. Tellis and Tim Ambler Brief History of Advertising - Colin McDonald & Jane Scott Integrated Marketing Communications - Prasad A. Naik Provenance, Practice and Principles Advertising and brand equity - Kevin Lane Keller PART TWO: HOW ADVERTISING WORKS Understanding Advertising Effectiveness from a Psychological Perspective - Derek D. Rucker, Richard E. Petty & Joseph R. Priester The Importance of Attitudes and Attitude Strength Reinforcement and Low Attention Processing - Robert Heath Role of Consumer Memory in Advertising - Nicole Votolato Montgomery & H. Rao Unnava Emotions in Advertising - David W. Stewart, Jon Morris & Aditi Grover Metaphor in Advertising - Gerald Zaltman & Dara MacCaba PART THREE: ADVERTISING PRACTICE Client-Agency Relationships - David Wethey The Creative Brief and its Strategic Role in the Campaign Development Process - Richard Storey & Edith Smit Account Planning - Paul Feldwick Its History, and Its Significance for Ad Agencies Learning from Case Studies of Effectiveness - Peter Field PART FOUR: ANALYSIS Pretesting - Rik Pieters & Michel Wedel Before the Rubber Hits the Road Advertising Tracking - Seema Pai, S. Siddarth & Suresh Divakar Advertising Response Models - Marnik G. Dekimpe & Dominique M. Hanssens Advertising Effectiveness in Contemporary Markets - Gerard Tellis PART FIVE: PLANNING Advertising Creativity - Jacob Goldenberg & David Mazursky Balancing Surprise and Regularity Media planning - Peter J. Danaher A Fresh View of the Advertising Budget Process - Paul W. Farris & Douglas C. West Essentials of Planning Media Schedules - Demetrios Vakratsas & Prasad A. Naik Peer-to-Peer Media Opportunities - George M. Zinkhan, Caroline Graham Austin & Ji Hee Song Communication and New Product Adoption - Donald R. Lehmann & Dina Mayzlin PART SIX: THE ADVERTISING ENVIRONMENT Advertising Regulation - Jef I. Richards & Ross D. Petty Advertising Ethics - Minette E. Drumwrigh t -- Advertising across cultures. Susan P. Douglas and C. Samuel Craig -- Advertising to vulnerable segments. Carolyn Bonifeld and Catherine Cole -- Advertising, consumption and welfare. Thomas C. O\'Guinn -- Advertisings\' performance in a market sysytem. William L. Wilkie and Elizabeth S. Moore.
Summary: Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 659.1 TEL (Browse shelf(Opens below)) 1 Available 205190

Includes bibliographical references and index.

PART ONE: OVERVIEW Handbook of Advertising - Gerard J. Tellis and Tim Ambler Brief History of Advertising - Colin McDonald & Jane Scott Integrated Marketing Communications - Prasad A. Naik Provenance, Practice and Principles Advertising and brand equity - Kevin Lane Keller PART TWO: HOW ADVERTISING WORKS Understanding Advertising Effectiveness from a Psychological Perspective - Derek D. Rucker, Richard E. Petty & Joseph R. Priester The Importance of Attitudes and Attitude Strength Reinforcement and Low Attention Processing - Robert Heath Role of Consumer Memory in Advertising - Nicole Votolato Montgomery & H. Rao Unnava Emotions in Advertising - David W. Stewart, Jon Morris & Aditi Grover Metaphor in Advertising - Gerald Zaltman & Dara MacCaba PART THREE: ADVERTISING PRACTICE Client-Agency Relationships - David Wethey The Creative Brief and its Strategic Role in the Campaign Development Process - Richard Storey & Edith Smit Account Planning - Paul Feldwick Its History, and Its Significance for Ad Agencies Learning from Case Studies of Effectiveness - Peter Field PART FOUR: ANALYSIS Pretesting - Rik Pieters & Michel Wedel Before the Rubber Hits the Road Advertising Tracking - Seema Pai, S. Siddarth & Suresh Divakar Advertising Response Models - Marnik G. Dekimpe & Dominique M. Hanssens Advertising Effectiveness in Contemporary Markets - Gerard Tellis PART FIVE: PLANNING Advertising Creativity - Jacob Goldenberg & David Mazursky Balancing Surprise and Regularity Media planning - Peter J. Danaher A Fresh View of the Advertising Budget Process - Paul W. Farris & Douglas C. West Essentials of Planning Media Schedules - Demetrios Vakratsas & Prasad A. Naik Peer-to-Peer Media Opportunities - George M. Zinkhan, Caroline Graham Austin & Ji Hee Song Communication and New Product Adoption - Donald R. Lehmann & Dina Mayzlin PART SIX: THE ADVERTISING ENVIRONMENT Advertising Regulation - Jef I. Richards & Ross D. Petty Advertising Ethics - Minette E. Drumwrigh t -- Advertising across cultures. Susan P. Douglas and C. Samuel Craig -- Advertising to vulnerable segments. Carolyn Bonifeld and Catherine Cole -- Advertising, consumption and welfare. Thomas C. O\'Guinn -- Advertisings\' performance in a market sysytem. William L. Wilkie and Elizabeth S. Moore.

Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States.

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